Yahoo! Messenger with Voice lets users make PC-to-PC voice calls for free.OgilvyInteractive was tasked with announcing the service to existing Yahoo! Users, and with getting them to download the new Yahoo! Messenger with Voice application.Ogilvy France developed a banner campaign that would explain Yahoo! Messenger in terms of the benefits to its users. We believed the concept had to be graspable in an instant, and it needed to engage with entertainment, but then follow through with a download proposition.The 'free' message (PC-to-PC voice) was also very important as this is a key product benefit.